Expanding on the launch of our Storied Fish research report, The Untapped Potential of Story to Sell Seafood, we caught up with Sean Barrett, Co-Founder of Dock to Dish to hear how spreading the message of “know your fisherman” has allowed restaurants to market Storied Fish at top prices, and has inspired chefs to demand story with their seafood.

Each year, fishermen around the world throw back more than seven million tons of unwanted sea life. This “bycatch” includes everything from whales and dolphins to turtles to too-small juvenile fish, and once they’re pulled up in a net, many are injured or die before they can be released. This is the collateral damage of the fishing industry.

We know them from grocery store checkouts—barcodes and QR codes are ubiquitous on retail shelves. What if that same technology could help us trace our fish? From seafood suppliers and producers to retailers and chefs, the power of technology to promote traceability and storytelling is catching on.